 Good evening everyone first of all a big thanks to Vikram and Sam for providing me this opportunity to introduce or to talk about cinema as a media where the ad-ex is just one percent and we just heard that as a AV media television has 38% ad-ex and digital as part of the video media is close to 8-9 percent and cinema is just one percent. Over the last one year we have been working tirelessly to better align ourselves with other AV media which is television and digital the way in which we research and we talk about our media and we also develop the tool to how you can actually book your campaign and maximize your ROI while booking your advertisement in media but it has never been easy to include cinema in your AV schedule. Why cinema? Why should I care? This must be the question which is there in your mind and I believe whenever my sales team go and meet the brand manager's agencies they face these questions very often but at the time where advertisers are faced with challenges around attention the brand safety and viability we believe that cinema offering has never been more powerful than today based on IRS data cinema in India delivers a massive 2.25 crore admits every week which enables advertisers to engage with the captive audiences every one of whom has actively chosen to experience the most premium content on a large screen which delivers the cultural moments. According to study done by DCM UK cinema helps to convey a compelling story to generation Z which is 16 to 19 year old and Gen Y which is 20 to 34 years old who are the first generation digital natives and are proving challenge challenging for the advertisers to reach and engage with. These young audience are more receptive to ads in cinema as compared to other medium we have seen the other two media which is television and digital they are actually a frequency media on the other hand cinema is a impact media in addition cinema provides more flexibility to advertisers with short lead times ability to target based on films theaters and time big screen provides opportunity for brands to build stories that are emotionally captivating and also native to cinema which is otherwise challenging in other media to enhance the brand associations and influence the future purchases. So in India out of 108 crore 12 plus population 37.7 crore population have access to 9,622 screens across 6,290 properties in 2,141 sub districts which means 30% of the total Indian population has access to cinema screen. Majority of the screens are in HSM market which is 5,097 while the balance 4,525 screens are in south. So we have envisaged the cinema advertising into two powerful channel so one we call it as a prime screens they are nothing but all the multiplexes plus Hollywood release centers so there are 5,851 prime screens in India and there are single screens which are standalone and which has a mass appeal and there are 3,771 single screens in India or the popular screens in India. Cinema is the primary source of entertainment for most people in our country while there are other options that may keep cropping up. Cinema still remains its own unique place in the heart of Indians and excellent example of this the sheer number of movies released each year which are more than 1700 across 22 languages on an average there are 30 plus movie premieres happening every week which makes us the highest film producing country in the world. This establishes the scale and diversity of the cinema in India. Despite this despite highest number of movies produced despite India having a vast and diverse screen network cinema being religion in India and one of the highest words footfall it gathers cinema adex is just one percent so when I looked at the cinema adex I then realized there are existing challenges vis-a-vis the cinema as a medium so there are some myths around it there are way the advertisers are looking at cinema as a medium the first myth is cinema is an expensive medium because that is what we keep hearing whenever we go for selling another myth which we I had been discussing with Vikram so there is a we I call that as a myth that cinema is has a very low reach because as per Irish data cinema is there are six six crores around six crore cinema admits every month out of 108 crore so it looks like a very small myth but we will discuss this myth why it is a myth going forward there is also a myth that audience are not seated during the ads advertisers focus on multiplexes in metros and tier one cities so that has been seen and that's where basically we are seeing there is a big missed opportunity and we have also seen a typical phenomena of the advertisers focus only during the mega releases while talking about the myth cinema is an expensive medium before making this judgment that cinema is expensive it is very important to understand the cross-media effectiveness and the ROI for any campaign so in terms of ROI can be measured in terms of what is the percentage increase in impact per person before the campaign and after the campaign there are five key brand metrics which is used to build the brand score and which drives the sales brand salience which talks about how to keep your brand in the top of awareness compared to your competitor brand love how much people love your brand brand differentiation so the campaigns which focus on differentiating bad brand from one to another in terms of its features finally the brand consideration where you actually make your viewers or your audience your customer by your product and finally the brand recommendation where basically you would like people to talk more about your brands and you start recommending you start getting recommendation from your customers worldwide there has been a cross-media effectiveness studies which has been conducted across these brand metrics and in the next few slides I will present to you the media effectiveness for each of these brand metrics and how overall brand score is affected by various AV medium based on a study which is done and published by DCM UK when you talk to brand salience the AV contribution to brand salience so the impact per person with 1.8 frequency with the exposure of 1.8 on cinema the salience the brand salience goes for soon cinema goes up by 2.6 percent whereas TV it goes up by 2.5 percent and the digital it is 0.8 percent so cinema and TV are the most valuable AV media contributors to the awareness per person reached when we talk about the brand love cinema delivers three times the impact visa is digital on brand love and delivers almost twice the contribution of TV per person reached visa is brand difference again cinema delivers two times the impact of online video and helps brand stand out highly in competitive market when you actually look for converting your audience into a customer which is brand consideration cinema delivers huge five times more impact compared to TV and on in terms of the brand consideration so depending on your campaign objective you can actually decide what is the right media mix in terms of brand recommendation cinema helps reach the right people in a engaging environment so in summary cinema as an AV medium delivers the highest impact per person which is 2% increase in impact per person at a lowest frequency of 1.8 in contrast TV delivers 1.4% impact per person after 10 frequencies while online delivers 0.7 percent impact per impact per person with a frequency of five so when cross media effectiveness and ROI is considered even at CPT of thousand rupees per 30 seconds creative cinema is 74 percent more economical than digital at CPT of 300 rupees per 30 seconds although in India there are no such cross media studies which are conducted with cinema in the AV mix we are very happy to work with brands and conduct such studies to understand the impact of various media and the role cinema plays towards the campaign objective so if you see TV and digital they are frequency media cinema is impact media actually cinema as a impact media acts a media multiplier if you are mixing you are doing a proper AV mix and if you include cinema into your AV mix so as per the study conducted by again DCM UK TV and online if you have TV and online together the impact per person goes up by 0.7 percent television alone is one person however TV cinema and online video if you club it together into your media mix the impact per person goes to 1.3 percent for the whole reach and TV and cinema the impact per person is at 1.6 percent so in summary cinema scores highest in all key brand matrix cinema delivers higher impact much more economically cinema provides multiplier effect when combined with other media so there is a second myth which we came across whenever we interact with brand managers or the agencies that based on IRS data monthly movie goers are around six crores and when compared to 108 crore population it appears to have a very very low reach however this is highly misleading and these six crores monthly movie goers need to be looked in a different perspective and should be compared to young affluent middle-class population so as per IRS new SCC classification from A1 to E3 is based on number of durable own and education level of the chief measure earner in the family as you can see we have further classified the population as per the following criteria so A1 I am classifying as elite A2 A3 are classified as upper middle B1 B2 as middle C1 C2 as lower middle and rest as lower class population and if you see based on the IRS Q2 2019 survey 108 crore is the total 12 plus population in India now out of this 108 crore 50 around 50 crore are the age between 15 to 34 years old and out of this 50 crore the focus of the advertisers is 18.5 crores so all the advertisers are trying to reach these 18.5 crores which falls under the category of elite upper middle and middle so out of this 18.5 crore 1.1 crore falls under the elite category 6.9 crore in upper middle category and 10.5 crore are the middle class population out of this 18.5 crore 4.5 crore population resides in metro and tier 1 and 14 crore resides in other markets in fact in the next few slides we will see the monthly cinema reach using this new lens of target group so before I take you to the actual reach cinema provides monthly reach cinema provides to this target group let's take a look at the movie goers snapshot so based on the IRS data so IRS has a data of various movie goers town class wise and their frequency and also the place cinema place they visit as per that data around 53.53 lakhs are the movie goers which goes for a movie once a week or more often 71 lakh is 2 to 3 times in a month 2 crore is once in a month once in 2 3 months is another 2 crores once in a month is 1.94 crore and less often than 6 months is 2.10 crores so all this translates to approximately 117 crore annual admits and 6.1 crore unique movie goers every month so cinema as a medium provides highest portion of target audience so if you consider 108 crore as a total population the TG which is 15 to 34 years old and middle upper middle and elite category so 17% falls under that category and if you look at 6 crore as a movie goer 65% of the movie goer falls in this category which is 15 to 34 year old and falls under middle upper middle and elite class so if you apply this thing the all India cinema reach is 49% to this target audience so if you see there are 108 crore was the total population of which 18.5 crore is the focus of advertisers which falls under elite upper middle middle which is age between 15 to 34 from this 18.5 crore so 8.2 crore people have access to cinema so that means when I said initially that 37.7 crore people total population have access to cinema of which 8.2 crore falls under this target group which is 15 to 34 years middle upper middle and elite class and the cinema goers out of 6 crore is 4 crore which falls under this category which is 49% of the population who have access to cinema where advertisers are interested in so out of this 4 crore 50 lakh are in elite category so that means if you see elite 6 cinema reaches 64% elite category cinema reaches 70% upper middle category and almost 30% of the middle category so overall cinema for this target group provides a reach of 49% if you talk about HSM so total population in HSM is 85 crore and the TG the focus group is 13.6 crore so and out of this 5.6 crore have access to cinema so if you consider HSM as a market cinema reaches 35% of fewer reach similarly if you take a particular state cinema gives 44% reach if you take city Mumbai as a city cinema provides close to 40% monthly reach for this target population so as we observed that cinema provides very high reach into that 15 to 34 age group for middle upper middle and elite class demographics which is the focus of advertisers the second the next part is basically advertisers focus only on major multiplexes so if you see out of total 3.97 crore unique cinema goers who are advertisers premium target group as already discussed in my research slide only 87.87 crore which is 22% visit the top three multiplex and where the fill rate is 100% the balance 3.1 crore premium audience the fill rate is only 22% and this I say is the miss opportunity for the advertisers again looking at the metros and tier one is the other cities metro tier one has 1.73 crore movie goers which falls under this category with 3838 screens and 2.23 crore of 15 to 34 again the upper middle class middle and elite category is the miss opportunity because the focus is only metro and tier one another myth is basically the very few audience are seated in cinema halls pre movie or during interval but based on the research conducted by us so the more the audience are seated they are always seated almost close to 10 minutes before the show starts and almost 70% of the audience are always in the Audi during the interval another phenomena which we saw is the focus of the advertiser during the mega releases so we have seen that so there are only few movies on which the advertisers likes to bet because they assume that mega releases brings more footfall but the other movie releases so if you see the other movie releases so there were nine mega releases in which advertisers tried to book their advertisement but on 24 titles which were the miss opportunity they have become either a blockbuster super hit or in the hit categories so if you see some of the notable names are Uri was the other release but went on to become a blockbuster and most of the advertisers missed on this opportunity so as Kabir Singh other notable titles are Chitsure, Andadun, Super 33 so this is reflecting through that the overall occupancy across all the titles is around 30-35% so where whereas in the mega releases the average occupancy is 33-34% so the average occupancy of all mega releases is higher or equivalent of mega releases so if you talk about cinema versus digital I say always say that okay cinema is similar to digital whereas cinema digital gives one impression per person whereas cinema delivers the group impression cinema is better storytelling medium with longer duration ads and unlike digital cinema advertising does not suffer from bot views where bots browse web pages to get inflated views and the impression digital is heavily depend on viewers internet connectivity or viewers having certain application installed to view ads seamlessly cinema however does not face any lag and ads are played to a captive audience to the big screen cinema ads have low ad avoidance as compared to digital medium where viewers prefer skipping the ads so if you see the means I'm now at the concluding slide so there are approximately 1.18 annual admits if you multiply it by 30 to 30 second spots per show that translate to 37.7 billion potential 32nd impression cinema can create for the advertisers which on monthly basis translate to 725 million weekly 32nd impression and if I multiply it by thousand rupees CPT it translate to a potential of 72 crore weekly ad-ex for cinema and eventually translating to 3700 and 70 crore annual ad-ex for cinema so I hope in time to come cinema will become a integral part of every media plan cinema can help brands reach respective audiences deliver impact on key brand matrix ultimately drive longer lasting sales effect and this is the best sit in media and which will eventually drive the cinema ad-ex thank you